the brand book for acap health
A brand book is an essential tool for establishing brand identity. The brand book (also known as a style guide or brand guide) acts as a key document that helps content creators communicate a consistent message to your audience.
The logo may only be used in full color, white or black. When used in white it may be placed on any of the ACAP brand colors or black. The logo must always appear with an “®” that matches in color to the “health” letterforms.
In headlines or body copy, the name should appear as “ACAP Health.” Only in the logo are the letters all lowercase and one word.
The ACAP hand icon can be used as a stand-alone only on a piece where the full logo has already appeared. In addition, the hands are only to be used in full color, black on white, or white on black.
The height of the “a” applied to all four sides of the logo.
PMS 7442 C
c70 m93 y0 k0
r134 g55 b186
#8637BA
PMS 143 C
c0 m32 y86 k0
r238 g175 b48
#F1B434
PMS 638 C
c89 m0 y7 k0
r0 g175 b216
#00AFD7
PMS 383 C
c26 m3 y93 k17
r162 g173 b0
#A8AD00
PMS Cool Gray 8 C
c23 m17 y13 k41
r139 g141 b142
#888B8D
Just as our logo and colors work to represent our brand visually, our voice should consistently express our brand verbally. Our content should always convey the following attributes: bold, spirited and relentless. From our Creed and website headlines to our office signage and social media posts, our content should feel like it comes from the same personality every single time.
WE WILL:
We will use the health insurance system to help people
improve the quality and quantity of their years.
We will join forces with and connect others who can expand our impact.
We will rise above distractions for the greater good.
We will take big, worthy risks.
We will question every assumption.
We will never be ashamed of the truth.
We will love and respect each other.
We will save time, money and lives.
We will be a movement.
ACAP Health. We will do this.
